Kemudi - Broker and Agent Portal for Quotes, Applications and Commission
Distribution Portal for a Malaysian Insurance Group
Designed and built a clickable portal for the agents and brokers of a Malaysian insurance group with a life and a general insurer: a daily to-do list, quick quotes gated by the agent's licence, every case from quote to issued policy, application tracking through underwriting requirements, and commission statements with clawbacks shown before they happen.
Most of our work is under NDA. Per agreement, we can share the work but not the company details - all names and identifying information shown here have been changed.
Impact
Home, quick quote, cases, application status and commission. Each of the 13 demo applications opens its own status page with tracker, requirements, decision and payment.
Motor, home, medical and life each show whether the agent is licensed and whether a fact find is needed. An investment-linked product stays greyed out without the CEILLI qualification.
Seri Andalas Life Berhad and Seri Andalas General Berhad each issue their own policies, so every product, case and monthly commission statement carries the entity that issues it.
13 applications and 7 quotes for 20 clients across 6 products, 12 commission statements, 12 months of commission history and 6 policies on the clawback watchlist.
The Problem
Seri Andalas sells through about 4,800 tied agents and 60 broker firms. Agents quoted on a desktop rating tool that did not work on a phone, filled in paper proposal forms and fact finds at the customer's table and sent MyKad photos over WhatsApp. About one in four life applications came back from underwriting for a missing signature, page or document, commission statements were PDFs nobody could reconcile, and licence and CPD records lived in spreadsheets.
Our Solution
Kemudi gives agents and brokers one portal to quote, apply, track and get paid. Home lists what needs doing today, quick quote only offers the lines the agent is licensed for, cases and application status show exactly what underwriting is waiting for, and commission shows earnings by type, statements per insurer and the policies that could still be clawed back.
The Challenge: Selling Inside the Rules
Insurance distribution in Malaysia is regulated at every step: who may sell which product, what must be shown to the customer before they commit, which insurer issues the policy and how much commission can be paid. Agents work mostly from a phone, between meetings.
Licensed for Some Lines, Not Others
Life agents register with LIAM and general agents with PIAM after passing the Aii pre-contract examination, investment-linked products need an extra qualification, and CPD hours are needed each year to renew. Twice in one year an agent with a lapsed registration sold policies that later had to be reviewed.
Advice Has to Be Documented
BNM's fair treatment and disclosure policies generally expect a needs analysis before life and medical advice, a Product Disclosure Sheet before the customer commits and a disclosure when a new policy replaces an old one. Life and medical policies also carry a 15-day free-look period.
Two Insurers Behind One Agent
The Financial Services Act 2013 split life and general business into separate licensed insurers. One agent sells for both, so every quote, policy and commission line has to carry the entity that issues it, and commission rules cannot exceed regulatory caps.
Commission Nobody Could Reconcile
Statements came as PDFs, so the agency support desk answered hundreds of commission calls every month and clawbacks after a free-look cancellation or an early lapse came as a surprise. Managers built team reports by hand every Monday.
Our Approach: From Distribution Rules to a Clickable Portal
Spec and Rules Research
Mapped 9 roles, from tied agents and broker firms to agency managers, distribution operations, commission finance, compliance and customers, and 39 screens across the agent and broker portal, the manager's team section, the operations console and the customer's secure links. Defined the data model for distributors, registrations, CPD, leads, clients, fact finds, quotes, applications, requirements, policies, commission rules, runs and statements, and wrote down the rules the design follows: the Financial Services Act 2013, LIAM and PIAM registration, BNM's fair treatment, disclosure and e-KYC policies, AMLA, the PDPA 2010, motor and NCD rules, electronic signatures and Form CP58.
Clickable Demo on a Production UI Kit
Built 5 key agent screens on a production dashboard kit: home with target progress, today's to-do list and commission this month, quick quote with a mock ISM vehicle lookup, add-ons, a 3-option comparison and a sticky price card, cases with all 11 statuses, application status with the underwriting tracker, requirements, medical exam booking and messages, and commission with 12-month bars, statements per insurer, query and the CP58 card. All actions run on local state.
What a Production Build Adds
Integration with ISM for vehicle data and NCD, JPJ cover notes, e-KYC (such as Innov8tif or Jumio), AML screening (such as World-Check or ComplyAdvantage), e-signature (DocuSign or Pos Digicert), FPX, DuitNow and card payments, panel clinic booking, commission payouts, LHDN MyInvois, Twilio and the learning system. Role-based access, an audit log including every view of health data, and the remaining screens: leads, clients, fact find, application form, renewals, contests, training, the manager's team views, the operations console and the customer pages.
Why It Works: The Rules Show Before the Sale
Licence Status on Every Page
The top bar shows which lines the agent is licensed for, and an amber banner warns that the PIAM registration expires in 62 days with 8 CPD hours short, so general quoting will be blocked if it lapses. A CPD meter sits in the sidebar with a link to book a course.
The Day Starts With a To-Do List
Home ranks what needs doing by urgency: medical exams not booked, counter-offers to send, signatures and first premiums outstanding, renewals not quoted, new leads not contacted and policies ending their free look. Each item opens the right case.
A Price the Customer Can Watch
Quick quote looks up the vehicle and NCD, keeps the sum insured within 90% to 110% of market value and shows premium, 8% service tax, stamp duty and instalments on one card. The agent's commission is on the card too and hides with one tap when the customer is looking.
Clawbacks Before They Happen
Commission splits earnings into first-year, renewal, override and bonus, with clawbacks below the axis. A watchlist lists every policy still in free look, overdue on premium or inside the clawback window, with the amount at risk, and statements open line by line with the rule version used.
Related case studies
View all: Insurance
Building Pylon - AI-Native Insurance Operations from Prototype to Production
Replaced fragmented policy spreadsheets and disconnected claims tools with a unified AI-driven workspace, designed and shipped in 8 weeks via clickable AI prototype.
Kittiwake - AI Claims Intake with a Person Behind Every Decision
Designed and built a clickable claims intake console for a UK motor and home insurer: AI reads the customer's story and photos, extracts the facts, drafts a damage estimate and suggests a triage route with its reasons, while a named person confirms cover, routes the claim and makes every call that could go against the customer.
Enterprise Software Engineering - Human + AI
Contact Us
© 2026 - Copyright. All Rights reserved Oceanlab
Location
Global Headquarters
21 Merchant Road, 3rd Floor, Singapore 058267
Main corporate office and leadership operations
North America Office
548 Market Street, PMB 12345, San Francisco, CA 94104
Client operations and business development
India Office
402 Shivalik Shilp II, SG Highway, Ahmedabad 380015
Engineering and delivery center
Enterprise Software Engineering - Human + AI
Contact Us
Locations
Global Headquarters
21 Merchant Road, 3rd Floor, Singapore 058267
Main corporate office and leadership operations
North America Office
548 Market Street, PMB 12345, San Francisco, CA 94104
Client operations and business development
India Office
402 Shivalik Shilp II, SG Highway, Ahmedabad 380015
Engineering and delivery center
© 2026 - Copyright. All Rights reserved Oceanlab